TY - THES AU - Wieland, Dario T1 - Innovative Customer Relationship Management to Improve Customer Retention and Customer Acquisition T4 - A new approach for Vögele Reisen DA - 2010 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Schatzmann, Clarissa AB - This Bachelor thesis is concerned with innovative customer relationship management (CRM).The goal is to improve customer acquisition and customer development of Vögele Reisen, a Swiss direct selling tour operator. As they have faced increasing acquisition problems and increased competition in last years, there is a need to improve their CRM. Currently, the company does not have a clear CRM strategy nor has it established effective activities or tools. Therefore they are looking for new tools and approaches in order to improve customer acquisition and development. The thesis concentrates on customer value management and segmentation issues as well as campaign management in order to foster effective customer acquisition and development. Data management is a further key issue, covering data collection and data mining subjects. Beside literature and case study results from successfully established CRM approaches, interviews with experts from different industries have been conducted. The interviews cover all above-mentioned subjects and provide concrete data and practical approaches. Finally, secondary data and interview results are linked together, leading to generating a theory which forms a basis for recommendations. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -